CREATIVITY COMMODITIZED

Posted by | December 19, 2012 | Uncategorized | No Comments

The Hollywood Effect—the strategy of letting all your vendors do all the work before laying out any money—has moved beyond the movie business, resulting in devalued and commoditized creativity. Today’s mantra seems to be, “I don’t know what’s creative, but I’ll recognize it when I see it.” In truth, most people don’t recognize it…and then wonder why their creative marketing message just doesn’t cut through. How do you value, evaluate and pay for creativity? The price is well worth it.

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